Faculty of Business and Economics

Monash University

Postgraduate - Unit

This unit entry is for students who completed this unit in 2015 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield First semester 2015 (On-campus split block of classes)
Coordinator(s)Professor Peter Danaher


The ability to evaluate and anticipate the marketing department's contribution within the organisation is of growing importance. Increasingly, organisation boards are requiring marketing to provide greater rigour and accountability. This unit explores the use of marketing models and metrics as a means of analysing performance and demonstrating the expected return on marketing investment, thereby enabling effective decision making.


The learning goals associated with this unit are to:

  1. understand the concept of the value chain that provides a framework for linking business issues, marketing activity and consumer response to financial performance
  2. develop skills to view marketing processes and relationships systematically and analytically
  3. apply marketing metrics and models that relate to specific business issues
  4. analyse and interpret the output of a range of marketing models in order to improve marketing decision making
  5. have the ability to create a framework for developing a marketing dashboard.


Within semester assessment: 60%
Examination: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)


Students must have passed one of MKX9160, MKF5916, MBA9006, MBA5906, MKF5461 or MKX5461 to undertake this unit.